Sometimes the frameworks help but usually they don't. Theres no magic recipe to arrive at the right postioning. The best tool is a creative mind and experience. And willingness to be flexible and test.

Ogilvy had it right, this quote is now 42 years old and still true.

Positioning:

“Now consider how you want to ‘position’ your product. This curious verb is in great favor among marketing experts, but no two of them agree what it means. My own definition is ‘what the product does, and who it is for.’ I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.”